In his book – The psychology of persuasion – Cialdini writes about six principles. Later, he added a seventh to that list.
We will describe these principles and illustrate how you can apply them in your proposal. It’s not necessary to incorporate all principles into your proposal. It’s best to integrate them naturally. Avoid creating an forced story. The Winning Proposal structure always includes multiple persuasion principles into a proposal. Matching the product or service and the market of the customer.
Cialdini's Principles of Persuasion
Reciprocity
The customer feels obligated to reciprocate when you make efforts on their behalf. This could be thorough preparation, an inventory, a quick wins analysis, or a sample delivery. Cialdini deems this the most powerful persuasion principle. Use it well for your proposals. Use it well for your proposals.
Consistency
People like consistency, rather than being fickle, especially in a business setting. Once we have made a stance about something, we hold on to it. You can use this by employing yes-set questions. This establishes the customer’s value judgment, making them less likely to retract.
Social proof
When inexperienced, people will look for examples and use other people as guidance for when they want to purchase a product or service. That way, people learn from their experience which will build trust. This is also the case with potential customers.
Likability
People are more inclined to buy from those they find likable. This is known as the ‘likability factor’. Employ techniques such as giving compliments and highlighting similarities will help you get the likeability factor.
Authority
People will place their trust in individuals with expertise in their field. Demonstrating expertise and experience through products like whitepapers, blogs, and reports attributes knowledge and skill to you. It will help you to build authority.
Scarcity
When something is limited or temporarily available, the desire to obtain it increases. We see this being used all the time. Booking.cm does this for example by using phrases as ‘Only 2 rooms left at this price’.
The Seventh principle
Unity
People prefer associating with groups of people who are like themselves. If the seller belongs to a specific network, trust is established, and the chances of orders are more likely.
To illustrate how these principles can be integrated into your proposal, we will explain how it is done in the Winning Proposal:
Reciprocity:
- Showcase an inventory of quick wins analysis.
- In the text, outline what you have already done and the insights you’ve gained.
- Highlight the effort invested in the proposal.
Consistency:
- State the customer's desires and value judgments in the management summary and initial paragraph of the proposal.
- Revisit the desired value offered in the closing of the proposal.
- Refer to previous named wishes and proposals of the customer.
Social Proof:
- Present customer references and case studies.
- Include an objective evaluation, such as winning an award.
- Display the number of customers who have already chosen your services, if possible with logos.
Likability:
- - Integrate elements from a pleasant sales conversation in the proposal.
- Mention the customer's name multiple times in the proposal. People often like to see their own name.
- Incorporate photos of yourself and your team for a personal touch. But make sure to have good, cheerful photos.
- Highlight charities that you support.
Authority
- Present your perspective on market developments relevant to the customer. For example in healthcare.
- Provide links to background information, such as whitepapers or articles.
- - Showcase the knowledge and experience of your team members in their resumes.
Scarcity:
- Specify the validity period of your proposal in the price proposal.
- Encourage prompt action by stating limited availability. Emphasize that in order to meet the deadlines,
- a quick approval is needed for added urgency.
Unity:
- Mention the network to which you and the customer belong.
- Communicate the existence of a customer community, of which the customer automatically will become a member.